Marketing Essentials: Role of Marketing, Marketing Mix Comparison, and Marketing Plan of Zara

This document discusses the role of marketing in organizations, compares the ways different organizations apply marketing mix to achieve business objectives, and presents a marketing plan for Zara. It covers topics such as product, price, place, promotion, people, process, physical evidence, STP framework, strategies to achieve marketing goals, and monitoring and controlling strategies.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Covered in ppt.............................................................................................................................1
TASK 2 ...........................................................................................................................................1
P3. Compare ways in different organisation apply marketing mix to marketing planning
process to achieve business objectives........................................................................................1
TASK 3............................................................................................................................................5
P4: Marketing plan......................................................................................................................5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing refers to the various activities which are covered by the organizations for
ensuring that their various products and services are able to reach the customers in an effective
manner (Eletxigerra, Barrutia and Echebarria, 2018). When the companies make the use of it
they ensure that they are able to achieve their goals and objectives effectively and efficiently
without problems and issues. Thus the role of a marketing department is quite important in the
organizations as it frames different policies to be followed by the firms. For this report, Zara has
been chosen. It is a Spanish company which specializes in fashion apparels and accessories. In
this assignment, focus will be made on explanation of the role of marketing and its interrelation
with other functions, comparison of ways in which the firms make use of marketing mix.
Additionally, specific analysis on preparation of a marketing plan will be made as a part of this
project.
TASK 1
Covered in ppt
TASK 2
P3. Compare ways in different organisation apply marketing mix to marketing planning process
to achieve business objectives
Marketing mix: It depicts the significant structure of company which is opted in terms of
effective actions and tactics to promote the products and services of brand within the market
area. For this, the significant encouragement of the concept for the customer centric which is
prominently tends to attract large customer base in order to earn huge revenues and profit. For
this, the manager of ZARA can make the effective chart for marketing mix that is helpful in
order to compare which is helpful in terms of making effective tactics that offer higher profit.
Basis ZARA H&M
Product Zara is considered as one of
the biggest brand that deals in
fashion, accessories, beauty
products and perfumes. For
this, the major strength of
H&M is the fashion retailer
that deals in clothing,
footwear, accessories and so
on. Brand is designed by the
effective art and technology
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company is to respond for the
quick manner in order to opt
for the demand of market and
customers. Company also sell
significant goods that suits for
the local culture and also
undertake the taste of people
(Blythe and Martin, 2019).
across the world. They also
tends to offer effective trends
and collection for the youth. It
also depicts the trendy
collection and accessories for
both men and women.
Price Zara tends to offer its products
at the reasonable price in
market area and because of the
middle class people who can
afford products easily. For
this, the pricing strategy is
helpful and appreciable among
average class people. It is
useful in terms of growing the
market share and image of
company.
H&M offer its products
considering the premium
pricing strategy by offering
products that tends to attract
rich and elite people across the
world.
Place In this, Zara believes in
motivating customers and also
has around 2259 stores in 96
countries. For this, company
tends to offer its products to
customers by considering two
prominent modes that are
online and offline. As because
of this, company tends to
attract the huge customer base.
This factor is quite effective as
it tends to represent the
prominent place in which
products and services are
presented among the customers
so that they can purchase and
earn high profitability
(Muralidharan and Raval,
2017). H&M tends to sell its
products across the world in
4135 stores. For this, they
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tends to sell their products by
using online mode in which
people can select the number
of products and tends to pay by
online mode.
Promotion It is the best marketing
component which is helpful
for company in terms of
earning more profit by selling
several products and services.
Respective company tends to
opt traditional ways of
marketing which is undertaken
as the word of mouth in
market that helps in providing
effective result. It depicts the
high brand loyalty among the
customers (Pike, 2015).
This element is used by H&M
in terms of attracting huge
customer base in order to earn
high profitability. For this,
company tends to opt multi-
channels such as YouTube,
discount, promo codes and so
on as all of them are helpful in
terms of gaining high market
share.
People Zara prominently put emphasis
on their manpower as they
help the company in terms of
gaining effective sales and
revenues. For this, the sales
team can play a significant role
because of manager as they
tends to offer on time training
to their staff members that
leads to attract huge customer
base by identifying their needs
and requirements.
Employees of H&M are
prominently well trained by
the company for each and
every level. For this, company
follow effective modern
culture as it tends to provide
trendy products to their
customers.
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Process For this, the manager of Zara
make sure that products are
available on their stores and
also tends to connect with
effective software in terms of
notifying the products by
analysing that if there is any
shortage or not.
Here, company tends to opt
effective customer relationship
management that prominently
focus on the procedure for
solving the customer problems
by offering unique solutions
and effective offerings.
Physical Evidence Zara tends to sale the
prominent product considering
their brand name by
prominently identifying the
products which is helpful in
order to enhance the brand
image.
The effective physical
evidence and appearance of
H&M depicts the luxury and
ambience of its outlets and
polite and skilled staff
members. For this, it is helpful
in order to attract the
customers for business concern
that tends to earn more
revenues and profits (Shaw,
2016).
Critical Analysis: Hence, it is analysed that presently Zara offer wide range of commodities as
comparison to H&M and also tends to undertake existing fashion and trends in terms of
developing valuable commodities. In relation with this, Zara tends to provide reasonable prices
undertaking the pricing strategy by which Zara use which is quite appreciable and also useful in
terms of accomplishing success in the market area as the pricing strategy of H&M is only for
rich class people. Furthermore, Zara also has around 2259 stores across the world in order to
deliver their products whereas H&M has 4135 outlets that has effective online presence to
provide their products among prominent customers. Despite from this, Zara also choose word of
mouth for its marketing strategy and H&M tends to attract people considering several channels
like TV, discounts, personal selling and so on. Zara tends to hire employees and after that offer
effective training to them undertaking the profitability and sales meanwhile, H&M recruit trained
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candidates in terms of following the modern culture by considering current trends. Besides this,
Zara also focus on effective products by which they are always available on their stores and for
this customers also does not face inconvenience due to unavailability whereas H&M put
emphasis on effective management of customer relationship in terms of enhancing profitability
and sales.
TASK 3
P4: Marketing plan
A marketing plan is a report in which there is a disclosure of different types of details
regarding the marketing goals and objectives of the organization (Hisrich and Ramadani, 2017).
A detailed explanation of the marketing plan of Zara is as follows-
Marketing plan
Basis Details
Vision The vision of Zara is to provide products
through which contribution to sustainable
development of society and environment can
be made (Ivanov, 2019).
Mission The mission of Zara is to ensure that customers
are provided the products which are desired by
them by providing them before anyone else.
Marketing goals and objectives  To enhance the overall market share
upto 35 % in the market.
 To strategically target the markets
where higher growth can be made.
 To bring innovative products and
services which can be used by the
customers in the future time period.
 To ensure that the overall customer
base can be effectively enhanced.
Marketing strategy Product- Zara deals in different types of
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fashion products in the market and also deals in
different customer accessories. It deals in
Men's clothing, Women's clothing, Children
clothing. Further it has various types of
accessories through which it can effectively
meet the needs and requirements of the various
people in the market. These are related with
convenience and luxury needs and
requirements of the customers.
Price- Zara makes use of penetrative pricing
strategy when it brings out a new product or
service so that it is able to effectively penetrate
the market. This strategy is being used by the
company because it identifies the ways through
which it can effectively target the new
customers with relative ease. Also when it
brings out new products and services this
strategy is useful for it to be able to sustain
against the existing players.
Place- Zara has its stores located all over the
world. Thus in this way it ensures that it has its
presence spread all around the world. It targets
strategic expansion whenever it feels that there
is a potential of its products and services in the
different parts of the world.
Promotion- Zara makes use of innovative
promotional strategies and uses social media
marketing strategies for the promotion of its
products and services so that it is able to target
a wide range of customers in the market.
Further, the use of digital promotional
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strategies is quite useful for it to be able to
target the expansion of its products.
Physical Evidence- Zara has stores in different
parts of the world and ensures that it uses
attractive ways for furnishing its stores so that
they are able to attract the customers.
People- Zara has good employees who are very
skilful in their work and thus in this way the
company ensures that its workers can work in
the right manner to facilitate the attainment of
goals and objectives.
Processes- Zara makes the use of efficient
processes so as to make its products look
attractive and thus in this way can ensure that
the goals and objectives can be attained
effectively and efficiently.
STP framework Segmentation- Zara makes use of
demographic market segmentation so that the
customers can be segmented demographically
ensuring that the company can target them
according to the various demographics like
Age, Gender, Marital Status, Income etc.
Targeting- The younger customers are the
target market of Zara because they are the ones
who spend a heavy amount on purchasing of
fashion apparels and accessories.
Positioning- Zara positions its products by
making use of Experiential Positioning which
allows it to be able to create an emotional bond
with its customers.
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Strategies to achieve marketing goals and
objectives
 For enhancing the overall market share
Zara will aim for targeting the
customers with its innovative products
and services and bringing out discount
offers for them (Zahay and et.al., 2019).
 For strategic targeting of the markets
Zara will identify the markets where
there is a scope for achieving higher-
level of growth so that it can launch its
products there.
 For innovation, Zara will ensure that it
is able to identify the needs and
requirements of the customers which
they have in order to make sure that
goods can be provided to them
accordingly.
 For targeting the enhancement of the
customer base, Zara will make sure that
it identifies the ways through which
new customers can be attracted and
apply them accordingly.
Monitoring and Controlling strategies  KPIs- Through the use of financial
KPIs Zara's managers will be able to
assess the financial information related
to its marketing plan through its usage
and thus if any deviations and variances
are witnessed then they can be
effectively rectified with their usage.
 Balanced scorecard- By making the
use of this technique, the managers of
Zara will be able to make sure that the
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activities related to the staff of the
marketing department are managed in a
proper manner. Therefore the suggested
improvements can be also made by the
organization effectively and efficiently.
Budget
Evaluation- From the above marketing plan, it can be said that Zara is a leading fashion
brand with its presence in different countries of the world. Thus the company has to make sure
that it is able to frame this plan which can be helpful for it to achieve its marketing goals and
objectives in the future and for the attainment of competitive advantage over the competitors in
the market. The vision of Zara is covered as a part of this plan in which it is able to provide a
proper roadmap for the future. Mission of the company provides the detailed goals to be
achieved. Marketing goals and objectives have been framed for ensuring that the company is
able to attain higher-level of efficiency and effectiveness in the application of its plans.
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Marketing strategy of the company has consideration for 7 P's of marketing in which strategy to
be applied has been prepared. These can be helpful in ensuring that the marketing strategies of
the company can be applied in practical way so that a strategic and competitive edge can be
obtained over the different types of competitors in the market. STP framework is needed for
properly dividing the market into different zones for better targeting of the customers. Strategies
for achieving marketing goals and objectives can be used for the purpose of achieving a
competitive edge over the competitors in the market. Monitoring and Controlling Strategies will
help in keeping a check on the progress of the plan. Also a Budget has been framed so that the
estimation of the receipts and expenditures can be made in a better manner for the marketing
plan. Therefore, overall it can be said that the marketing plan which has been created by Zara
will be quite helpful in ensuring that the overall goals and objectives set in the short-term,
medium-term and long-term will be attained in the right manner which will help it in becoming
successful in the market.
CONCLUSION
From the above report, it can be concluded that marketing is an essential activity for the
organizations to be able to reach the different types of customers in an effective manner. It
covers diverse fields and the firms are required to make focus on it specifically to ensure that the
overall profitability can be enhanced effectively and efficiently without facing problems and
issues. There are various roles and responsibilities which the marketing department is required to
play in an organization. They can relate with a wider organizational context. Different types of
organizations make the use of marketing mix in their own manner to achieve their goals and
objectives. A marketing plan can be produced so that the aims and objectives of the firm can be
met.
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REFERENCES
Books and Journals
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Eletxigerra, A., Barrutia, J. M. and Echebarria, C., 2018. Place marketing examined through a
service-dominant logic lens: A review. Journal of Destination Marketing &
Management. 9. pp.72-84.
Hisrich, R. D. and Ramadani, V., 2017. Entrepreneurial marketing mix. In Effective
Entrepreneurial Management (pp. 75-99). Springer, Cham.
Ivanov, M. M., 2019. Modern marketing with the application of Big Data. Bulletin of
Zaporizhzhia National University. Economic Sciences, (3 (43)), pp.116-120.
Muralidharan, K. and Raval, N., 2017. Six Sigma marketing and productivity improvement. A
Quarterly Journal of the National Productivity Council. 58(1). pp.107-114.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Shaw, S., 2016. Airline marketing and management. Routledge.
Zahay, D. and et.al., 2019. Effective resource deployment in digital marketing education.
Marketing Education Review. 29(3). pp.182-192.
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